Comms Vs Copywriting: What’s The Difference?

Wordsmith Holly Pittaway explores the subtle but significant differences between comms and copywriting, delving deeper into a few real-life examples.

While copywriting and communications are both used to get across a key message, they aren’t the same thing. Think about it: you wouldn’t share a formal update to the structure of your internal team hierarchy on Instagram, just as you wouldn’t share a silly TikTok challenge in a private channel with some of your highest paying customers.

But as time has gone on, comms and copywriting have become more and more intertwined. So, what balance of the two should your brand strike? Let me settle the difference between them – and their appropriate uses – once and for all.

What is copywriting?

Copywriting isn’t all Mad Men and cigar adverts… well, not anymore at least. At its core, copywriting is about convincing people that they need what you’re selling through the power of persuasive writing. It’s been around in its current form since the late 19th century, but became a key element of print marketing in the 1950s and 60s with the birth of modern advertising giants like Havas, Interpublic Group, and Oglivy.

Copywriting in action Conventional forms of copywriting had the sole aim of ‘sell, sell, sell’. Let’s take a look at an historic – but still relevant – example from Orange-Crush back in the 1920s: “Like oranges? Drink Orange-Crush”. It’s simple, asks the reader a question to gauge their interest in the product, and provides a direct solution if they should answer “yes”.

 

Nowadays, copywriting is more than just about shifting products. It encompasses all aspects of a brand and is essential for driving key marketing objectives. Most importantly, it dictates how a company should sound to the outside world – for example, are you authoritative and serious? Or humorous and lighthearted? Maybe even sarcastic and obnoxious? 

Strict tone of voice guidelines should underline every piece of copy that your brand produces – whether that’s as short as a tweet or as long as a 50,000-word whitepaper. And, of course, traditional print marketing still has its place… though it might take a little more than simply “Drink Orange-Crush” to convince your audience that you’re better than the rest.

What are communications?

Comms were traditionally designed to inform rather than sell – and they still are, to an extent. Think of any time you’ve seen a brand respond to a controversy, or release a statement regarding their stance on a certain topic.

They typically fall into two camps:

• Internal comms: As the name suggests, this information isn’t meant for your customers or clients as it probably isn’t relevant to them. However, it might still go out to stakeholders. It could be used to communicate a significant change to internal procedure, the appointment of a new member of staff, or a notice about a company-wide blackout day.
• External comms: This is a chance for your company to foster an ongoing commitment to transparency. External comms are typically needed under more serious circumstances – for example, to address allegations – and therefore should be tackled with an appropriate tone of voice.

This type of writing is great at keeping the conversation with customers going. But it doesn’t necessarily build a strong relationship with them. The traditional approach to comms can make them feel cold, coming across as boring, unengaging, or too authoritative – but they can still reflect your core copywriting principles.

Comms in action When US tech firm Astronomer was plunged into controversy earlier this year after an affair was discovered between its CEO and Chief People Officer, the company used clever comms to navigate the scandal with grace. They appointed Gwyneth Paltrow as their crisis response spokesperson, thanking the public for their interest in Astronomer with a playful tone that poked fun at the situation.

Why you need a hybrid approach

Both copywriting and comms have transformed over the years – some might even say ‘merged’. Most businesses want to create a holistic brand that tells the whole story and build a fantastic relationship with their audience. Approaching both copywriting and comms from a brand messaging perspective is the way to achieve this.

Remember, it’s not just about quick-win content, but long-term objectives too. And that’s exactly what professional copywriters, like our team here at Making You Content, can help you with.

Together, we’ll figure out what success looks like for your brand and nail down the key messages that will strike a chord with your audience. We’ll help you build out your tone of voice, communicate authentically with your customers, and act as a guardian for your brand – that way, you can ensure consistency across your copy and comms while retaining that important distinction. Contact our Manchester content agency to get started.